Some say magazines are a thing of the past. As a publisher with more than a decade’s worth of experience of publishing quality magazines with continuously growing readerships, Scan Client Publishing knows better. Those in need of marketing, which is every single brand out there, should be paying attention, too. Read on to find out why your business needs its very own, branded magazine.
In the digital era, we are used to thinking of websites as the be-all and end-all of informative marketing, and it’s true that a well-designed website can be hugely powerful. But when it comes to the intricacies of visual storytelling and design, there’s a lot to be said for a carefully laid-out magazine, complete with stunning, high-resolution photographs, graphic elements, and attention-grabbing typography. When you take the reader with you on the journey of your brand, from the cover of your magazine through well-crafted features and until the very end, it has the potential to make an impression that no website will ever come close to.
Something happens when you get a physical magazine in your hands: the smell and feel of the paper, the way the images move as you flick the pages over. Somehow, time seems to stand still and the world around you fades away as you engage with the story behind the magazine. Social media has contributed to the shortened attention span of readers, and especially so on websites with status updates surrounded by advertising and calls to action, but a magazine is an invitation to return for a moment to quality reading and undivided attention to what’s in front of you. It’s a moment you share with your customers.
The media industry may be changing, but the art of storytelling remains. The ability of a skilled writer to engage the reader, pique their curiosity, make them laugh and share a special moment with them has gone nowhere, and never is that impact as powerful as when the reader takes the time to engage through multiple paragraphs or even pages of storytelling, bringing them on a journey full of epiphanies and emotions. You’ll know that your brand is about much more than an Instagram post. A magazine of your own is your chance to share it all, in its glorious complexity and full colour.
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What can you get on the web for the price of a branded magazine, say in the form of promoted posts on social media or mass-produced SEO articles? If you think in terms of volume, producing a magazine can seem costly. Think instead of impact, and it will quickly start to make sense. Research has shown that the way in which we engage with web content is most often rushed and distracted – the impact isn’t always lasting or even significant. A magazine provides a stress-free, leisurely read, and the good news is that your investment will continue to bear fruit as you digitalise your magazine, extract the quality features, share them through your social media channels and watch your brand flourish.
As with any form of marketing, a magazine provides the space for you to showcase your expertise and tell your audience why and how you know what you’re talking about. It’s by showing that you’re genuine that you get people to trust you. Add to this the fact that the experience of a magazine comes with a weightiness and trustworthiness that’s very hard to come by in the online world, and you’ll see why waxing lyrical about all those things you’ve learnt and are passionate about makes a lot more sense in a sophisticated magazine than on, say, Twitter.
Whether or not your brand aims to be exclusive, the ‘wow’ effect that comes with a branded magazine is one that makes your customer feel special in a way a blog never will. Perhaps you’ll choose to use it instead of a traditional catalogue, as part of an integrated marketing campaign, or perhaps you’ll post it out to your trusted regulars only. In any case, the potential to go digital with a beautifully designed print product you’ve been in control of is a two-for-the-price-of-one opportunity that will pay off for a very long time. In this day and age, everyone has a website – but not everyone has a magazine. Perhaps this is your way to reach above and beyond, to show you mean business.
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